China based promoter, tour agent, festival owner, conference organizer, brand consultant.
A seasoned music industry professional, Archie cut his teeth promoting DJs in London and France in the early 90′s. As a serial entrepreneur, Archie has always tried to push the envelope: from a London based internet Listings Company in the late nineties to the owner of Europe’s largest Freesports and Music festival in the Alps in the early noughties, Archie settled in China in 2005 with a mandate to help build a music industry there.
Pioneering the brand/ entertainment/ technology model in China and in partnership with Beijing based American Nathaniel Davis, Archie’s companies Split Works and Splatter have toured amazing bands, pushed amazing brands, and continue to pull a young Chinese population away from traditional music and state-led television towards a more honest and accessible entertainment paradigm.
Over the last 8 years, Split Works and Splatter have given China help-desk support to the likes of: Sonic Youth, Thirty Seconds to Mars, Ludacris, Godspeed You! Black Emperor, Grimes, Gang of Four, Frank Turner, Jose Gonzalez, Caribou, Battles, Titus Andronicus, Apple, Smirnoff, Converse, MTVNE, Transmission, OPPO, VW, Adidas, Tuborg, Guinness.
Split Works also owns and organizes the Black Rabbit Festival and the JUE | Music + Art Festival in Shanghai and Beijing.
In 2012, Archie founded Scorched, a touring agency based in China and specialized in Asia. In its first 6 months, Scorched has organized 5-10 city tours for some of the most exciting bands on the planet to some of the most exciting places on the planet, including How to Dress Well, Thee Oh Sees, Wye Oak, the Dodos and Shabazz Palaces to the likes of Saigon, Manila, Chiang Mai and Yangon.
Archie founded and is the main contributor to ChinaMusicRadar, the most read resource on China’s music industry, and also founded Wooozy, a Chinese language consumer facing music e-zine.
Archie has spoken at many industry conferences on both music and marketing in China including Music Matters, Spikes Advertising, Canadian Music Week, SxSW, Printemps du Bourges, Transmission, WPP Stream, the Great Escape.
In 2010, Split Works won the British Business Award for Creativity. In 2009, Splatter won the AdAge award for best campaign in China for Converse Love Noise.
